%0 Journal Article
%T Consumers' Willingness to Use Mobile Taxi Booking Applications: A Theoretical Approach Based on the Theory of Planned Behavior
%A Wijesinghe Arachchilage Don Isanka Hansani
%A Edirisinghe Arachchige Chaminda Prasanna Karunarathne
%J Asian Journal of Individual and Organizational Behavior
%@ 3108-4192
%D 2025
%V 5
%N 1
%R 10.51847/JUBhlHJZqi
%P 47-53
%X The public transportation sector has undergone significant changes due to the emergence of digital technologies, especially with the introduction of mobile app-based taxi services. In Sri Lanka, the widespread availability of smartphones has contributed to the growing popularity of mobile taxi booking (MTB) apps. This study aimed to examine consumers' intentions to adopt these online taxi booking platforms through the lens of the Theory of Planned Behavior. A descriptive survey method was used, and data were collected using structured questionnaires. Confirmatory factor analysis and structural equation modeling techniques were used to analyze the data. The results indicate that factors such as perceived behavioral control, attitude, and subjective norms are key drivers of the intention to use MTB apps among Sri Lankan consumers. These findings can provide valuable insights for e-hailing service providers and mobile app developers, helping them create effective marketing strategies, optimize app design with user-friendly features, and enhance their services to attract more users and increase profitability.
%U https://apsshs.com/article/consumers-willingness-to-use-mobile-taxi-booking-applications-a-theoretical-approach-based-on-the-o5zdmtlqjvsg8xu